Lowry Digital Enhances Images for Avatar

BURBANK, Calif., January 4, 2010 - Lowry Digital, a Reliance MediaWorks company, collaborated with groundbreaking director James Cameron on his pioneering 20th Century Fox 3-D feature film Avatar.

Lowry applied their imaging expertise and proprietary technology - The Lowry Process - to enhance the film's imagery, helping to deliver a unified look across the various types of footage in the movie by matching the dramatic live action, composited effects sequences, and computer generated imagery. The company also prepared visual effects elements for Avatar, delivering noise-free backplates to the production to facilitate clean compositing.

"We are proud to partner again with Jim, who is well known for his extraordinary eye and his penchant for pushing the technology envelope," says Lowry Digital Executive Vice President Mike Inchalik. "Avatar is innovative on so many fronts. Jim came to us because he knows we are also trailblazers, with the skills, experience and technology to embark on just such an adventure."

"To achieve the truly immersive experience Jim desired for Avatar, the picture quality bar was set extremely high," adds Inchalik. "We were contracted to apply our proprietary image processing to the movie to help achieve that goal."

"Lowry Digital's mission is to develop new services for worldwide entertainment markets based on their advancements in image processing science," comments Anil Arjun, CEO, Reliance MediaWorks. "We are thrilled that Lowry was selected by a true Hollywood visionary like James Cameron for this landmark 3-D film."

Lowry Digital previously applied their image processing and enhancement to a number of Cameron's projects, including Aliens of the Deep, Last Mysteries of the Titanic, and the high-definition releases of Aliens of the Deep and True Lies.

Lowry Digital's other credits include image enhancement on such feature films as The Curious Case of Benjamin Button and Zodiac.